Adoption factor of mobile marketing: the case of small medium enterprises in Malaysia

• Main Authors: Musa, Haslinda, Chung, Shirly Hsian Li, Abal Abas, Zuraidah, Mohamad, Norhidayah
• Format: Article
• Language: English
• Published: EconJournals 2016
• Subjects: HB Economic Theory
• Online Access: http://repo.uum.edu.my/20256/1/IRRM%20%206%20S7%202016%20%20112-115..pdf; http://repo.uum.edu.my/20256/; https://www.econjournals.com/index.php/irmm/article/view/3211
• Institution: Universiti Utara Malaysia

In this era of globalization where information technology has taken place for fulfilling customer demands, small and medium enterprises (SMEs) have to fight in this intense competition in order to be able to gain their own market shares.To achieve targeted market shares, the use of mobile marketing...